BIMI Logo Requirements Explained
BIMI Logo Requirements Explained

BIMI (Brand Indicators for Message Identification) allows brands to display verified logos in email inboxes, enhancing trust and visibility. To implement BIMI successfully, you need:

  • A Verified Logo: The logo must be in SVG Tiny 1.2 Portable/Secure format (vector-based, no scripts, gradients, or raster images). File size must be ≤ 32 KB, with a square aspect ratio.
  • Email Authentication: Enforce a DMARC policy set to "quarantine" or "reject" at 100%.
  • DNS Records: Publish a BIMI TXT record pointing to your logo’s HTTPS URL. Some providers require a Verified Mark Certificate (VMC) tied to a registered trademark.

BIMI improves email deliverability, combats phishing, and builds brand recognition. Follow these steps to comply with technical and legal standards, ensuring your logo displays correctly across supported email platforms.

BIMI SVG Logo | How to get your company logo BIMI ready (even for Google)

Technical Requirements for BIMI-Compliant Logos

To ensure your logo displays consistently and securely across email clients, it must meet specific technical standards for BIMI compliance.

SVG Tiny 1.2 Format Requirements

Your BIMI logo must be in the SVG Tiny 1.2 Portable/Secure (P/S) format. This ensures the logo remains vector-based, scalable, and secure. Since the P/S profile is stricter than standard SVG Tiny 1.2, you may need to manually tweak the file after exporting it from your design software. These adjustments can be made using a text editor.

Make sure your SVG file’s root element includes the following attributes:

  • baseProfile="tiny-ps"
  • version="1.2"

Additionally, the file should have a <title> element that reflects your company or brand name (ideally under 65 characters). Including a <desc> element is also recommended to improve accessibility.

Here’s an example of a correctly formatted BIMI SVG header:

<svg xmlns="http://www.w3.org/2000/svg" baseProfile="tiny-ps" version="1.2" width="96" height="96">   <title>Brand Name</title>   <desc>Official logo of Brand Name</desc>   <!-- SVG content here --> </svg>

Important: Remove any x or y attributes from the root <svg> element, as these are not permitted in BIMI-compliant files.

Prohibited Elements in BIMI Logos

To maintain security and ensure proper display, avoid the following in your BIMI logo:

  • Scripts and Interactive Features: Do not include scripts, animations, or interactive elements.
  • External References: The SVG must be self-contained. Avoid linking to external files, images, or resources, except for required XML namespaces.
  • Raster Graphics: Embedded bitmaps, PNGs, JPEGs, or any other raster images are not allowed. The logo must remain purely vector-based.
  • Visual Effects: Avoid gradients, filters, or transparency effects, as these can lead to inconsistent rendering across email platforms.

Additional Technical Specifications

Your BIMI logo must also meet these additional requirements:

  • File Size and Dimensions: The file size must not exceed 32 KB (32,768 bytes) and should have a square aspect ratio (1:1). Gmail requires a minimum dimension of 96×96 pixels.
  • Hosting: The logo must be hosted on an HTTPS server linked to your domain.
  • File Naming: Use simple, lowercase file names with no spaces or special characters (e.g., brand-name-bimi.svg).
  • Styling: Only inline styles are allowed; external stylesheets are prohibited.
Specification Requirement Gmail Requirement
File Size ≤ 32 KB Same
Aspect Ratio 1:1 (square) Same
Minimum Dimensions Not specified 96×96 pixels
Background Solid colors only No transparency
Hosting HTTPS required Same

For organizations in the U.S., adhering to these standards helps ensure your logo is authentic and verifiable. This reduces the risk of spoofing and builds trust in your email communications. Up next, learn how to create or convert your logo to meet these BIMI guidelines.

To make your logo compatible with BIMI (Brand Indicators for Message Identification), you’ll need to follow specific design and technical standards. Let’s break it down step by step.

Start with a vector format like .ai, .eps, .pdf, or .svg.
Avoid using raster images like JPEGs or PNGs, as they lose quality when converted.

Set up a square canvas.
Open your vector file in Adobe Illustrator or a similar tool. Create a square canvas (1:1 aspect ratio) and center your logo. This format is required for BIMI and ensures consistent display across email platforms.

Use a solid, high-contrast background.
Avoid gradients, shadows, or transparency. A solid background improves visibility, especially in dark mode or different inbox themes.

Export as SVG Tiny 1.2 with simple settings.
When exporting, select the "SVG Tiny 1.2" profile, use 1–3 decimal places for precision, and save the file with a simple name in lowercase letters. Avoid spaces or special characters in the filename.

Manually adjust the SVG file.
Open the exported file in a text editor and update the following:

  • Set baseProfile to "tiny-ps" and version to "1.2."
  • Add a <title> tag (under 65 characters) right after the opening <svg> tag to identify your brand.
  • Remove disallowed attributes like x, y, overflow, and any metadata or script tags.

Keep the file size under 32 KB.
For Gmail compatibility, the SVG must not exceed 32 KB. Use absolute pixel measurements (e.g., 96×96 pixels) instead of relative dimensions.

Here’s an example of a properly formatted SVG file:

<svg xmlns="http://www.w3.org/2000/svg" width="100" height="100" viewBox="0 0 100 100" baseProfile="tiny-ps">   <title>Brand Name</title>   <rect width="100" height="100" fill="#FFFFFF"/>   <!-- Logo vector paths here --> </svg>

Once your logo meets these standards, you’re ready to configure DNS BIMI records.

Common Issues and Solutions

Creating a BIMI-compliant logo isn’t always straightforward. Here are some common hurdles and how to handle them:

File size over 32 KB.
Simplify your design by reducing colors, removing unnecessary elements, and converting complex shapes into simpler vector paths. Eliminate embedded fonts and metadata to shrink the file size.

Embedded raster images.
Logos containing bitmap images can cause compliance issues. Use tools like Adobe Illustrator’s Image Trace to convert raster elements into vector paths.

Text not converted to outlines.
Always convert text to vector paths before exporting. This ensures consistent rendering across various email clients.

Incorrect SVG profile.
Double-check that the baseProfile is set to "tiny-ps." Many design tools default to other profiles, which won’t meet BIMI’s requirements.

Extra metadata or prohibited attributes.
Remove any unnecessary metadata, script tags, or software-specific attributes added by design tools.

Validate your SVG.
Before finalizing, use a BIMI SVG validation tool – like PowerDMARC’s BIMI SVG Converter – to confirm compliance. These tools check for proper SVG settings, file size limits, and the absence of disallowed elements.

For organizations in the U.S., ensure the logo you’re using is your registered trademark, not an unregistered or secondary mark. This adds credibility and aligns with BIMI’s requirements.

Lastly, test your logo’s appearance across different email environments. Check how it looks on light and dark backgrounds and in monochrome settings, as some email clients may strip colors under certain conditions. Once everything is ready, proceed to implement the BIMI logo with DNS records and track its performance.

Implementing BIMI: DNS Records and Prerequisites

Once your SVG logo meets all the required technical standards, the next step is setting up the infrastructure to make BIMI (Brand Indicators for Message Identification) work. This involves configuring email authentication protocols and publishing specific DNS records that guide email providers to your logo.

Preparing for BIMI Implementation

A strict DMARC policy is essential. Your DMARC policy must be set to either "quarantine" or "reject" with 100% enforcement. Email providers will only display logos for domains that demonstrate a strong commitment to email security through strict DMARC policies. If your current DMARC policy is set to "none" or includes a percentage (pct) below 100, you’ll need to update it first [1][4].

Here’s an example of a DMARC record configured for BIMI:

v=DMARC1; p=quarantine; pct=100; rua=mailto:[email protected]

Ensure your logo is hosted at a stable HTTPS URL. Your logo must be publicly accessible via HTTPS, and the URL should remain consistent to avoid unnecessary DNS updates. For example, hosting your logo at "https://yourdomain.com/bimi/logo.svg" provides a simple and professional structure [1][3].

Consider obtaining a Verified Mark Certificate (VMC) if required. Some email providers may mandate a VMC to verify that you own the trademarked logo. The process involves submitting your trademarked logo along with proof of ownership to a trusted certificate authority [2].

With these prerequisites in place, you’re ready to move on to DNS configuration.

Publishing DNS BIMI Records

Once your domain and logo meet the requirements, the next step is publishing the DNS records. The BIMI DNS record is added as a TXT record at the "default._bimi" subdomain of your sending domain. This record directs email providers to your logo and, if applicable, your VMC file [1][4].

A BIMI record typically includes three components:

  • v=BIMI1: Indicates the BIMI version.
  • l=: Specifies the URL of your SVG logo.
  • a= (optional): Points to the URL of your VMC file.

Here’s an example of a complete BIMI record for the domain "acme.com":

default._bimi.acme.com. IN TXT "v=BIMI1; l=https://acme.com/bimi-logo.svg; a=https://acme.com/vmc.pem"

Steps to publish this record:

  1. Log into your DNS management system.
  2. Add a TXT record named "default._bimi" with the BIMI record string as the value.
  3. Save your changes and allow 24-48 hours for the DNS to propagate [4].

Avoiding Common Errors

To ensure a smooth implementation, double-check for common mistakes, such as:

  • Using HTTP instead of HTTPS.
  • Incorrect syntax, such as missing semicolons.
  • Linking to files that don’t meet BIMI standards [1][4].

Test your setup with BIMI validation tools before finalizing. These tools verify your DNS record syntax, ensure your logo file is accessible and compliant, and confirm your DMARC policy is correctly configured. For example, MailMonitor’s deliverability testing platform can help validate your DNS records and confirm consistent logo rendering [4].

Once BIMI is live, keep an eye on your email performance. Enhanced brand visibility through BIMI often leads to increased trust, better recipient engagement, and improved deliverability metrics [4].

Best Practices for US-Based Organizations

For organizations in the US, ensuring compliance with USPTO trademark requirements and consistently monitoring BIMI performance are key steps to success.

To display your logo via BIMI, it must be a registered trademark with the United States Patent and Trademark Office (USPTO) [1]. This is essential for obtaining a Verified Mark Certificate (VMC), which is now required by major email providers like Gmail and Yahoo. Without proper trademark registration, your BIMI efforts will fall short.

Since trademark registration can take 8–12 months, it’s smart to start the process as soon as possible if your logo isn’t already registered. While pending applications might qualify for VMCs in some cases, having full registration provides a stronger and more reliable foundation for long-term BIMI use [2].

Stick to using your registered, primary logo, and consult with an intellectual property attorney to confirm that your trademark has comprehensive legal coverage. When applying for a VMC, document your trademark ownership to avoid delays. Proper registration not only protects your brand legally but also strengthens your BIMI authentication setup.

Monitoring and Testing BIMI Performance

Once your trademark and legal groundwork are in place, ongoing monitoring is essential to ensure your BIMI setup continues to perform as expected. Regular checks can help you catch and resolve issues early, preserving your brand’s visibility.

Specialized tools like MailMonitor can be invaluable for tracking how your emails perform across major providers. These tools test your emails in over 400 real inboxes, offering real-time insights into whether your BIMI logo displays consistently. With MailMonitor’s detailed analytics, businesses have reported achieving up to 90% inbox placement within 90 days [5].

Keep an eye on metrics like email engagement rates and brand recognition to measure the impact of your BIMI efforts. For example, a financial institution in the US saw noticeable improvements in both areas after implementing BIMI.

"MailMonitor helps us identify and fix our spam issues. It’s like having a deliverability expert on our team. The weekly check-in calls allow us to take feedback, implement it and then follow up the next week with additional items to clarify or get help with. This cadence helps our team get better email results."

  • Dan Westenskow, CEO, Fusion HCS [5]

Conduct monthly audits of your BIMI setup. Check your DNS records, ensure your logo is accessible through HTTPS, and verify that your DMARC policy is fully enforced. If your logo isn’t displaying consistently, investigate immediately – common culprits include DNS propagation issues, HTTPS certificate errors, or changes in your email authentication settings.

When challenges arise, don’t hesitate to seek expert help. MailMonitor offers hands-on support for resolving complex deliverability problems by analyzing your email setup, sending reputation, and mailing practices to identify and fix the root causes of BIMI display issues.

Finally, stay updated on industry changes by participating in the BIMI Working Group and similar forums. As BIMI specifications evolve, staying informed will help you maintain compliance and ensure your logo continues to appear across major email platforms.

Key Takeaways for BIMI Success

Achieving success with BIMI implementation revolves around three key areas: technical compliance, accurate DNS settings, and consistent monitoring. These elements not only safeguard your email communications but also boost engagement by creating a more trustworthy and visually appealing email experience.

Technical compliance is the foundation. Your logo must adhere to the SVG Tiny 1.2 (Portable/Secure) format, ensuring it includes the correct attributes and avoids restricted elements like scripts or animations [1].

Once your logo meets the technical requirements, the next step is aligning your DNS settings. This involves publishing a BIMI record, enforcing a DMARC policy, and meeting Verified Mark Certificate (VMC) requirements for major email providers like Gmail and Yahoo [2].

Lastly, regular monitoring is essential to maintain BIMI performance. Conduct monthly checks on DNS records, HTTPS accessibility, and DMARC enforcement to catch potential issues early. Tools such as MailMonitor can streamline this process, offering testing across hundreds of inboxes and helping businesses achieve up to 90% inbox placement within 90 days [5].

FAQs

When designing a BIMI-compliant SVG logo, there are several pitfalls you’ll want to avoid. Here’s what to keep in mind:

  • Wrong file format: BIMI logos must be in the SVG Tiny 1.2 format. Double-check that your file meets this specific requirement.
  • Extra elements in the file: Don’t include raster images, scripts, or animations in your SVG. These additions can make your logo non-compliant.
  • Improper scaling or aspect ratio: Ensure your logo is scaled correctly and centered within the SVG canvas. This guarantees it displays as intended.
  • No Verified Mark Certificate (VMC): While not part of the logo itself, a valid VMC is essential for authenticating your BIMI logo with email clients.

By avoiding these mistakes, you’ll be well on your way to creating a logo that aligns with BIMI standards and strengthens your brand’s email visibility.

What is the role of a Verified Mark Certificate (VMC) in the BIMI implementation process?

A Verified Mark Certificate (VMC) plays an important role in the BIMI (Brand Indicators for Message Identification) process. It serves as proof that your logo is officially registered and verified, ensuring that only authorized senders can display your brand logo in compatible email clients.

To get a VMC, your logo needs to meet certain design and technical standards, such as being in SVG Tiny P/S format and having a registered trademark. Once secured, the VMC works hand-in-hand with BIMI to improve email deliverability and strengthen trust by showcasing your verified logo directly in recipients’ inboxes.

What should I do if my BIMI logo isn’t displaying correctly in email clients?

If your BIMI logo isn’t appearing correctly across email platforms, the first step is to confirm that it meets all BIMI requirements. Make sure your logo is in SVG Tiny 1.2 format, adheres to the recommended design standards, and aligns with the Verified Mark Certificate (VMC) tied to your brand. Also, carefully review your DNS record for BIMI – small configuration errors can stop the logo from displaying.

Still having trouble? Use a tool like MailMonitor to test your email deliverability and BIMI setup. Platforms like this can pinpoint configuration issues or inconsistencies, helping you troubleshoot and ensure your emails – and your BIMI logo – land in the right inboxes.

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